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Apple China launches privacy campaign with Yue Yun Peng
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Directed by Zhang Da Peng, these spots from TBWA\Media Arts Lab/Shanghai showcase three comedic spots that demonstrate iPhone's latest privacy features through everyday scenarios.
Apple China has launched a new privacy campaign that brings back comedian Yue Yun Peng for a second year running.
The Let's Talk Privacy series returns with three comedic spots that demonstrate iPhone's latest privacy features through everyday scenarios.
Directed by Zhang Da Peng, The campaign features Peng in relatable situations, from accidentally exposing embarrassing chat histories to frantically chasing after a notebook full of passwords, while showcasing practical privacy solutions like Face ID app locking and the built-in Passwords app.
Credits
View on- Agency TBWA\Media Arts Lab/Shanghai
- Production Company ProFilms
- Director Zhang Da Peng
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Credits
View on- Agency TBWA\Media Arts Lab/Shanghai
- Production Company ProFilms
- Director Zhang Da Peng
- Post Production ProFilms
- Sound CODA
- Music ProFilms
- Talent Yue YunPeng
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Shanghai
- Production Company ProFilms
- Director Zhang Da Peng
- Post Production ProFilms
- Sound CODA
- Music ProFilms
- Talent Yue YunPeng
Each spot cleverly demonstrates how iPhone's newest privacy features make protection effortless in everyday scenarios:
Tiger's Oil - When a child accidentally opens Peng's chat history and publicly exposes an embarrassing conversation about "tiger's oil" (which sounds like "I love you" in Chinese), a supporting character, who serves as an Apple specialist, calms him down by demonstrating how to lock or hide apps with Face ID to prevent future mishaps.
Garbage Day - Peng desperately chases after a junk collection bike carrying his notebook full of passwords. An Apple specialist reassures him by showing how iPhone built-in password manager, the Passwords app, uses Face ID to provide a secure, all-in-one solution for managing credentials, eliminating chaotic situations with simple, powerful protection.
Lock Master - This short spot features Peng discussing the advanced Face ID functionalities on iPhone, highlighting how users can easily lock and unlock both their iPhone and specific apps using secure biometric authentication.
Beyond the main films, the campaign extends to educational social content where viewers can learn privacy tips through behind-the-scenes footage featuring playful banter between Peng and the director.
Additionally, Peng makes his debut in Apple's privacy billboards, where, unlike previous anonymous users completely hidden behind their iPhones, he playfully peeks from behind his device, maintaining the protective essence while adding his familiar charm.
Launching on June 5, the campaign coincides with China's major e-commerce event, the 618 Shopping Festival. In a market where competitors are increasingly following Apple's lead on privacy features, this campaign reinforces Apple’s leadership position by demonstrating how its superior, yet simple-to-use privacy innovations on iPhone provide peace of mind in everyday life.
